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Diageo Reserve has recently announced its return to nurture local bartenders’ talent with the World Class 2021 competition. Entering its 12th edition, Diageo’s competition is aimed at rejuvenating drinking culture in the new normal.
The competition will accept entries virtually to support and create opportunities for the bars, in a new and exciting format. Participants across the country will be sharing their cocktail recipes digitally, through an online process, which an expert panel will select to declare the Top 100.
To advance in the competition, the competitors will be required to put their best foot forward and pass through a series of cocktail challenges such as ‘Waste Not, Want Not’ led by Ketel One, ‘The Botanical Journey with Tanqueray’ and others customised for each spirit.
Commenting on the landmark competition, Shweta Jain – Vice President: Luxury Commercial, Key Accounts & South Asian Country Markets said, “Diageo Reserve World Class continues to be the gold standard in the world of bartending. Its growth has inspired hundreds of bartenders to constantly scale newer heights and provide finer experiences for consumers across bars and restaurants. Our consumer leg of the competition is an interesting addition, and we are honoured to curate these initiatives for them after the tough year we have all had. We are extremely excited to represent the best Indian bartender in Madrid for the World Class Global finals this year.”
The ‘India Finals’ will be conducted in April, wherein the top 12 participants will compete during the lively cocktail festival. India’s World Class winner will then represent the country at the World Class global finals in July 2021 in Madrid, through a virtual event.
In an exclusive first, consumers and audiences will witness the events through uniquely curated experiences in the innovative and engaging format as the journey progresses. Livestreams at partner restaurants and bars, cocktail making Masterclasses to support their local heroes, and comprehensive kits will be available for consumers and audiences to maximise support for their favourite bartender.
